Kia has unveiled a new TV campaign featuring rap legends Furious Five frontman Grandmaster Melle Mel, and FF member Scorpio.
The TV spot features a man driving through a surburban community in the Kia Sportage and rapping along to "The Message", the 1980s rap anthem by Grandmaster Flash and the Furious Five.
Grandmaster Melle Mel and Scorpio are in the car with the driver as he loses himself to the song, transporting him to his youth. The commercial ends with Kia's tagline, "Grow up, not old".
The TV spot will be supplemented by outdoor and online advertising, including a tie-in promotion with ninemsn and Top Gear.
Senior copywriter: Robin Feiner
Senior art director: Guy Collins
Production company: Prodigy
